We Are Social’s Tune-up #83


Welcome to this week’s Tune Up with social media news from across the globe! We start with Facebook Home, released late last week, that is sure to be an interesting addition for Android users. We wonder how long, or will it be released also for iOS users?

Facebook introduces Home
Last week saw a lot of speculation that Facebook were set to release a mobile phone. Ultimately, they announced “Facebook Home”, a piece of software for Android that, once installed, turns its host into an “always-on” Facebook device.

The system is much more visual than the current Facebook app, with the user’s home screen populated by photos and status updates, built around Zuckerberg’s vision of a “social phone” based on people and not apps. The system sees a number of benefits for the social network; not only can it look to further integrate with people’s lives, but the new, engaging format provides as way for mobile advertising beyond any other providers. Facebook have been quick to combat privacy fears, looking to make it clear that Home will not do anything that the current Facebook app doesn’t, particularly in relation to location services and other app data. You can read the full FAQ in their online Newsroom. Or you can read more here, with commentary from our Sydney MD Julian Ward.

Facebook’s promotes Home with a TV ad campaign
To support the launch of ‘Home’, Facebook is running a TV ad campaign. It looks to depict the excitement ‘Home’ can bring to a boring business trip, as each swipe of the protagonist’s screen sees a new friend appear alongside him on the plane. Others might see the sunbathers imprisoned in overhead lockers and hipster disco in the aisle as a dystopian future vision of air travel. We’ll let you decide:

GM re-starts Facebook advertising
After a very public spat last year GM and Facebook seem to have patched up their relationship with GM announcing that they have re-started Facebook ad campaigns. They are currently running a few different test campaigns including one for their Chevrolet model Sonic being run just on mobile incorporating the latest release of targeting now available with Facebook.

New mothers radically increase online usage
BabyCentre have produced research on the huge increase in internet usage amongst new mothers. The demographic group, who spend 35% more time online than the average person, up their internet usage by 45% and mobile by 28% after becoming a mother. Factors like feeling more guilty, rushed and stressed all contribute to the change in behaviour, which also sees 68% change their purchase criteria for everything. The mobile becomes an increasingly important device for the time-poor group, of whom 59% refer to their smartphone as a “do-everything device”.

US teens go mobile first
A report from the Pew Research Centre has shown how mobile internet usage is becoming ever more popular amongst American teenagers aged 12-17. 47% now own smart phones, while 74% use mobile devices to access the internet at least occasionally. Perhaps most interestingly, many of these are using the device as their primary mode of internet access: 50% of teen smart phone users, or 25% of all teens, mostly access the internet via their phone rather than PCs.

Social while multitasking
A March 2013 survey of US internet users has displayed how popular social networks are while multitasking. The graph below shows the frequency of access during different activities, noticeably slightly higher for Facebook than Twitter. A gender divide is shown depending on activity: women were more likely to access social media while watching TV, travelling or shopping, whereas men did so more at work, on the toilet or when drunk.

Social while multitasking

Social media gets the SEC’s blessing
The Securities and Exchange Commission last week blessed the use of social media for sharing market-moving corporate news, provided companies have disclosed to shareholders the channels they intend to use. Previously, there had been concerns that sharing news on social networks would violate rules on selective disclosure around financially pertinent information. However, an investigation into Reed Hastings, CEO of Netflix, ruled that his use of Twitter to announce 1 billion hours of views that month was acceptable, even after it resulted in an increase in share price. The ruling means that CEOs can now feel free to use Facebook or Twitter to broadcast news, even if it has potential to affect share price.

Mobile ad revenue at $4.11 billion for 2012
Mobile advertising revenue grew nearly five times to $4.11 billion from 2011 to 2012 and is expected to increase again by 77.3% to $7.29 billion in 2013. Google has historically earned the most from mobile display ads, but the entrance of Facebook and Twitter over the past year has seen the two networks earn hefty shares, with Facebook predicted to take the largest single share of mobile display this year at 29%. A 3-year forecast expects Facebook to remain ahead of Google for the next 2, before dipping behind again in 2015.

Display ad share

Facebook starts rolling out Gifts to International users
Facebook has confirmed they have launched their Gifts product outside of the USA, advising of “an update to Gifts that allows people using Facebook in English outside of the U.S. to send Gifts to friends living in the U.S.” This will allow savvy US retailers to market to their international fans (with friends based in the USA) and increase Facebook revenue from this product.

Twitter card updates
Twitter has announced a few updates for their “Twitter cards”, which can now display the likes of apps, products and photo galleries directly embedded in Tweets, as shown in the below screenshot. This displays an increased interest in immersive add-ons to Tweets, after the introduction of video-sharing app Vine earlier this year. Companies such as Amazon, Fandango, CNN and Soundcloud have already partnered with the system.

Twitter cards

LinkedIn pushing ‘conversations’ by allowing ‘mentions’
Social platform LinkedIn is planning to increase levels of conversation within the network by allowing users to ‘mention’ one another, much like they can on Facebook. By starting to type a contact’s name, they will appear in a drop-down menu, from which you can select to ‘mention’ them; they will then receive a notification. The below slideshare includes more information on the changes.

Brand adverts on Instagram
Since their purchase of Instagram, Facebook has neglected to input paid advertising on the platform. In the meantime, a phenomenon has developed of celebrities and brands producing their own advertisements, from which Facebook gain no revenue (case in point, the below from pop artist Beyonce). It will be interesting to see if there follows an attempt to monetise such content.

Beyonce instagram ad

We Are Social launch new adidas Energy Boost running shoes
We Are Social Italy ran a launch party to promote the new adidas Energy Boost running shoes. Beginning with an online content-production competition, Facebook users were asked to create a ‘card’ around the theme of ‘energy’ – 10 winners were then selected to join the exclusive BOOST™ launch party, attended by a number of celebrities. Further promotion came from outreach to key influencers, including footballers Riccardo Montolivo and Antonio Nocerino, rugby star Martin Castrogiovanni and basketballer Danilo Gallinari. The event saw a mammoth feat of vertical running by world champion Thomas Dold projected on to the side of the Pirelli building in Milan.

Australian fashion brand Katies launch Facebook Mothers Day campaign
The Australian fashion brand Katies has just launched a Mothers Day campaign via Facebook. The campaign asks fans to send in a photo of themselves with details about why they are a superstar Mum. Winning entries will be featured on the brands Mothers Day posters in-store and via its digital campaign site.

The American Heart Foundation’s ‘My Moves’ campaign
The AHA has produced a social campaign aimed at getting people to exercise more, asking fans to submit photos of their favourite activity via Facebook, Instagram or Twitter. Despite a lack of prize incentive, the activity has been successful so far, with thousands of photos submitted and the use of #MyMoves prevalent beyond the aforementioned networks.